Shopper Marketing - January 2017 - 10


EDITORIAL

Alexa, What's My Marketi

F

amed American philosopher Homer
Simpson once called alcohol "the cause
of, and solution to, all of life's problems." I
sometimes feel the same way about marketing technology.
Digital technologies and communications
channels offer marketers an unprecedented,
once unimagined ability to personally, directly
communicate with consumers to build brand
affinity and influence purchase decisions: Amazon Echo (see page 40) and Google Home
are even paving the way for a day when marketers may literally talk directly to consumers.
But technology also offers an equally unprecedented and almost certainly unimagined ability on the part of consumers not only
to control their own purchase decisions, but
to block marketers from having any opportunity to influence them: They can "Subscribe
& Save" and never give another thought
to which brand of laundry detergent they
should use - or another thought to when,
where or how to buy it.
Unfortunately, the technological ease with
which consumers can now be reached directly
seems to makes some marketers feel as if their
jobs have become easier: Schedule a bunch of
programmatic ad buys and retarget the bejeezus out of anyone who comes near your website and, congratulations, you're directly reaching your target audience - throw in a "Hey,
Peter" or directions to a nearby Walgreens and

10

SHOPPER MARKETING JANUARY 2017

you've effectively personalized the message.
However, "targeted" doesn't always mean
relevant, and "personalized" doesn't always
mean personal. The more marketers utilize
technology to automate their communication
parameters, the less relevant the message often becomes. Then, we're simply finding new
ways to continue bombarding consumers
with the same old unwanted advertising.
A glaring example of this is the practice employed by at least a few newspaper websites
that run splash ads inviting visitors to view a
retailer's weekly circular before they even get
to the home page (see image). So we've not
only modernized the experience of viewing
the circular for consumers who like that shopping tool, we've also modernized the annoyance of getting rid of it for the people who
don't. Progress works in mysterious ways.
I was similarly troubled in early December
when I opened up my Skype app to find an
ad from Walmart promoting a Wi-Fi-enabled
Black & Decker slow cooker; the Wi-Fi lets you
start the appliance remotely, so your pulled
pork will be ready for serving when you get
home from work.
In this case, the advertised product is most
certainly modern (welcome to the Internet
of Things). And the delivery vehicle is pretty
modern, too. What's missing, again, is relevance and personalization.
Please don't get me wrong; I'm not opposed



Table of Contents for the Digital Edition of Shopper Marketing - January 2017

Contents
Shopper Marketing - January 2017 - 1
Shopper Marketing - January 2017 - 2
Shopper Marketing - January 2017 - 3
Shopper Marketing - January 2017 - Contents
Shopper Marketing - January 2017 - 5
Shopper Marketing - January 2017 - 6
Shopper Marketing - January 2017 - 7
Shopper Marketing - January 2017 - 8
Shopper Marketing - January 2017 - 9
Shopper Marketing - January 2017 - 10
Shopper Marketing - January 2017 - 11
Shopper Marketing - January 2017 - 12
Shopper Marketing - January 2017 - 13
Shopper Marketing - January 2017 - 14
Shopper Marketing - January 2017 - 15
Shopper Marketing - January 2017 - 16
Shopper Marketing - January 2017 - 17
Shopper Marketing - January 2017 - 18
Shopper Marketing - January 2017 - 19
Shopper Marketing - January 2017 - 20
Shopper Marketing - January 2017 - 21
Shopper Marketing - January 2017 - 22
Shopper Marketing - January 2017 - 23
Shopper Marketing - January 2017 - 24
Shopper Marketing - January 2017 - 25
Shopper Marketing - January 2017 - 26
Shopper Marketing - January 2017 - 27
Shopper Marketing - January 2017 - 28
Shopper Marketing - January 2017 - 29
Shopper Marketing - January 2017 - 30
Shopper Marketing - January 2017 - 31
Shopper Marketing - January 2017 - 32
Shopper Marketing - January 2017 - 33
Shopper Marketing - January 2017 - 34
Shopper Marketing - January 2017 - 35
Shopper Marketing - January 2017 - 36
Shopper Marketing - January 2017 - 37
Shopper Marketing - January 2017 - 38
Shopper Marketing - January 2017 - 39
Shopper Marketing - January 2017 - 40
Shopper Marketing - January 2017 - 41
Shopper Marketing - January 2017 - 42
Shopper Marketing - January 2017 - 43
Shopper Marketing - January 2017 - 44
Shopper Marketing - January 2017 - 45
Shopper Marketing - January 2017 - 46
Shopper Marketing - January 2017 - 47
Shopper Marketing - January 2017 - 48
Shopper Marketing - January 2017 - 49
Shopper Marketing - January 2017 - 50
Shopper Marketing - January 2017 - 51
Shopper Marketing - January 2017 - 52
Shopper Marketing - January 2017 - 53
Shopper Marketing - January 2017 - 54
Shopper Marketing - January 2017 - 55
Shopper Marketing - January 2017 - 56
Shopper Marketing - January 2017 - 57
Shopper Marketing - January 2017 - 58
Shopper Marketing - January 2017 - 59
Shopper Marketing - January 2017 - 60
Shopper Marketing - January 2017 - 61
Shopper Marketing - January 2017 - 62
Shopper Marketing - January 2017 - 63
Shopper Marketing - January 2017 - 64
Shopper Marketing - January 2017 - 65
Shopper Marketing - January 2017 - 66
Shopper Marketing - January 2017 - 67
Shopper Marketing - January 2017 - 68
Shopper Marketing - January 2017 - 69
Shopper Marketing - January 2017 - 70
Shopper Marketing - January 2017 - 71
Shopper Marketing - January 2017 - 72
Shopper Marketing - January 2017 - 73
Shopper Marketing - January 2017 - 74
Shopper Marketing - January 2017 - 75
Shopper Marketing - January 2017 - 76
Shopper Marketing - January 2017 - 77
Shopper Marketing - January 2017 - 78
Shopper Marketing - January 2017 - 79
Shopper Marketing - January 2017 - 80
Shopper Marketing - January 2017 - 81
Shopper Marketing - January 2017 - 82
Shopper Marketing - January 2017 - 83
Shopper Marketing - January 2017 - 84
Shopper Marketing - January 2017 - 85
Shopper Marketing - January 2017 - 86
Shopper Marketing - January 2017 - 87
Shopper Marketing - January 2017 - 88
Shopper Marketing - January 2017 - 89
Shopper Marketing - January 2017 - 90
Shopper Marketing - January 2017 - 91
Shopper Marketing - January 2017 - 92
Shopper Marketing - January 2017 - 93
Shopper Marketing - January 2017 - 94
Shopper Marketing - January 2017 - 95
Shopper Marketing - January 2017 - 96
Shopper Marketing - January 2017 - 97
Shopper Marketing - January 2017 - 98
Shopper Marketing - January 2017 - 99
Shopper Marketing - January 2017 - 100
Shopper Marketing - January 2017 - 101
Shopper Marketing - January 2017 - 102
Shopper Marketing - January 2017 - 103
Shopper Marketing - January 2017 - 104
Shopper Marketing - January 2017 - 105
Shopper Marketing - January 2017 - 106
Shopper Marketing - January 2017 - 107
Shopper Marketing - January 2017 - 108
Shopper Marketing - January 2017 - 109
Shopper Marketing - January 2017 - 110
Shopper Marketing - January 2017 - 111
Shopper Marketing - January 2017 - 112
Shopper Marketing - January 2017 - 113
Shopper Marketing - January 2017 - 114
Shopper Marketing - January 2017 - 115
Shopper Marketing - January 2017 - 116
Shopper Marketing - January 2017 - 117
Shopper Marketing - January 2017 - 118
Shopper Marketing - January 2017 - 119
Shopper Marketing - January 2017 - 120
Shopper Marketing - January 2017 - 121
Shopper Marketing - January 2017 - 122
Shopper Marketing - January 2017 - 123
Shopper Marketing - January 2017 - 124
Shopper Marketing - January 2017 - 125
Shopper Marketing - January 2017 - 126
Shopper Marketing - January 2017 - 127
Shopper Marketing - January 2017 - 128
Shopper Marketing - January 2017 - 129
Shopper Marketing - January 2017 - 130
Shopper Marketing - January 2017 - 131
Shopper Marketing - January 2017 - 132
Shopper Marketing - January 2017 - 133
Shopper Marketing - January 2017 - 134
Shopper Marketing - January 2017 - 135
Shopper Marketing - January 2017 - 136
Shopper Marketing - January 2017 - 137
Shopper Marketing - January 2017 - 138
Shopper Marketing - January 2017 - 139
Shopper Marketing - January 2017 - 140
Shopper Marketing - January 2017 - 141
Shopper Marketing - January 2017 - 142
Shopper Marketing - January 2017 - 143
Shopper Marketing - January 2017 - 144
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com